Maserati Excellence Through Passion

1
MaseratiExcellence Through Passion

• Zachary Barnes
• Brent Dodd
• Alyssa Mueller
• Maggie Oliver

2
Mission

• The philosophy behind each Maserati vehicle is
  to enhance personal style and expression through
  superlative craftsmanship of each car. We pride
  ourselves on having trained technicians that take
  extra time to ensure each individual piece of our
  automobiles is created and tested with the utmost
  care and precision. At Maserati we believe the
  passion behind each individually designed vehicle
  is what makes us truly unique. As a company it is
  our mission to provide superior customer service
  and relations to ensure we meet the needs of each
  and every individual.

3
Objectives

• Leader in sales of luxury automobiles with an
  MSRP above 110,000
• To improve current waiting list to less than 8
  months
• Strengthen dealer network for launch of new
  products in North America
• Maintain well focused product image with unique
  attributes

4
SWOT Strengths

• Sexy, Italian Design
• Class, Luxury, Prestige
• Speed and Performance
• Established company name with history
• Currently generating revenue

5
SWOT Weaknesses

• Clutch design in all duo-select Maseratis
• Gas mileage 18 mpg max
• Service-limited locations

6
SWOT Opportunities

• Increase market share with new automatic model
• New Grand Turismo model to increase market share
• Increase marketing to dealerships and consumers

7
SWOT Threats

• Competing sedans High End BMWs, Mercedes, as
  well as Rolls Royce, Bently and Maybach.
• Resource pricing increasing
• Limited target market

8
Target Market

• Mostly new customers
• Income level 450,000
• 47 dealers in U.S. with 5-6 cars on each lot
• Wide variety of ages
• People who care about status

9
Marketing Mix

• Product - Sought Product, 3 Models
• Place - Limited, Exclusive distribution,
  Metropolitan areas
• Promotion - Fine advertisements, Tradeshows,
  Networks
• Price - Not price sensitive, leasing
• Personnel - Personal Selling, Customer Service,
  Instruction
• Presentation - Dealer atmosphere to match class
  of product

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Implementation

• Institutional advertising aired on network
  television.
• Minimal ads to gain insight and public awareness
  on stations such as CBS, NBC, ABC.
• Product Placement
• Place automobiles in price structured channels,
  such as television shows on HBO, FX.
• Integrate product into public eye via
  entertainment premieres.

11
Control Evaluation

• Use J.D. Power and Associates survey information
  to assess overall quality and customer
  satisfaction.
• Sales figures in local areas.
• Ad search by google
• Follow up surveys at end of sale, and after sale

12
Works Cited

• Personal Interview with Mark Potter, Marketing
  Director Maserati Dealership, Minneapolis
• Maserati.com
• MaseratiNet.com
• Marketing Brochure
• Essentials of Marketing, Textbook
• Article One-on-one with Maserati USAs Jim
  Selwa businessweek.com